Inside Applegate’s First Major Marketing Campaign Since 2019

Applegate is aiming to connect with its younger audience with a versatile marketing approach for its new campaign, marking the brand’s first such since 2019.

Applegate’s “Model Farmer” campaign, which launched on August 26th ahead of the back-to-school season, features some of the brand’s best-selling products through a series of 30- and 15-second videos, social media content, and a Snapchat augmented reality game. The campaign was developed in collaboration with BarkleyOKRP, with PhD coordinating the media buy, though it is not clear how much the brand spent on advertising its campaign.

Applegate’s ad spots are running on YouTube, Instagram, Facebook, and TikTok. According to Joe O’Connor, President of Applegate, the brand has adapted elements of the campaign into new content tailored to each platform to resonate with its specific audience. For example, on TikTok and Instagram, they are running a “man on the street” video featuring their model farmer to further extend the core messaging. Additionally, Applegate is experimenting with Reddit and Snapchat for the first time and will monitor results to make adjustments as needed.

“The primary focus is building brand awareness and consideration with conscious shoppers who may be purchasing in our categories but aren’t familiar with the brand and what it stands for,” said O’Connor. “We also want to remind our current consumers why Applegate is the brand of choice for them and showcase the breadth of our product portfolio.”

Applegate created the Snapchat AR game to engage Gen Z shoppers on their preferred platform. The game allows Snapchat users to select a product and gather ingredients to create a “model” meal, offering a quick and easy way to engage this demographic and add immediate value to their day. Snapchat has evolved significantly over the years with the introduction of various AR games and lenses, making it an ideal platform for reaching younger audiences.

“We felt that an interactive game featuring some of our top products would provide a place for our Gen Z consumers to find creative new recipes to try out,” said O’Connor.

As part of its campaign, the brand partnered with influencers like Kristen Johns, Jane Park, and others, whom they see as “models” in the digital world—individuals who reveal the “real” behind the camera and consistently strive to authentically tell their stories in a way that positively connects with and encourages their audiences. These creators published their own brand-sponsored content last week to coincide with the campaign launch. The financial agreement between the brand and the influencers was not disclosed.

Applegate has recognized the shift in the marketing landscape from 2019 to 2024, especially in light of the pandemic and the supply chain and market uncertainties that followed. During this period, the brand increased its investment in lower-funnel marketing tactics, such as social media and digital advertising, focusing on guiding customers to where they could find Applegate products.

With its latest campaign, Applegate is leveraging new channels and opportunities to place ads as well as broader awareness-driving efforts. Having seen the changing advertising and marketing landscape over the past five years, Applegate has adjusted its strategy accordingly, according to O’Connor.

“When determining how to bring this campaign to life, there was one core part of our brand story we knew we needed to highlight: Applegate’s consumers see and believe in our mission and share our passion for health, environmental sustainability and animal welfare,” said O’Connor. “This has not changed in five years; in fact, this passion grows stronger each year and we continually have new consumers pick us up on the shelf as they correlate their personal values to ours.”